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Advertisers Leverage Customer Data To Engage Sam’s Club Members with Connected TV Ads and Video

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Sam’s Club® announced that the Sam’s Club Member Access Platform (MAP) recently launched full-funnel video advertising with onsite, in-app, and offsite capabilities. With shoppers increasingly turning to videos to learn more about a product, MAP can be leveraged to better engage warehouse club members and deliver information in the way they prefer. The first-party customer data collected by Sam’s Club helps drive the content offered, and the retailer acknowledges increased member engagement when presented with videos.  

Informed by first-party customer data, advertisers can target customers with relevant content, connecting with new and lapsed members while promoting new items. Sam’s Club and MAP provide options for Connected TV (CTV) ads, Sponsored Videos, and Interactive Videos.   

  • CTV ads: Content presented on streaming devices showcases relevant MAP CTV advertisements through a partnership with The Trade Desk (TTD). Ads use AI to improve conversions and return on ad spend (ROAS) for advertisers.  

  • Sponsored Videos: In the app, MAP delivers Sponsored Product Ads (SPA) within search results pages. Items can be added to a member’s cart directly from the ad. 

  • Interactive Videos: Sam’s Club’s partnership with eko allows for interactive product detail page videos that let members engage with the item to learn more. 

“At Sam’s Club MAP, we are always looking for new ways to bring more value to our members, and building an additive ads experience across video ad formats enables us to do that in a brand-safe and high-engagement environment,” says Lex Josephs, vice president and general manager of Sam's Club MAP.  

Mic Zavarella, Vice President, Marketing, PepsiCo, sees MAP as a way to connect with customers at the right time when they’re shopping. Zavarella says, “Combining the power of video with Sam’s Club’s first-party data is a major milestone for PepsiCo. MAP’s new video solutions will allow us to reach members at pivotal moments throughout their shopping journey with highly engaging and relevant product information that will help drive purchase decisions.” 

 

For more information about MAP, please visit: https://map.samsclub.com/get-started.html  

 

Read more on Loyalty360:   

How AI Technology Empowers Customer Loyalty in Retail 

State of Video Technology Survey Shares 81% of Consumers Want More Video from Brands 

Holiday Marketing Trends in 2023: Strategies to Elevate Your Brand 



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